Mondelez India, a part of Mondelez International, has launched Cadbury Joy Deliveries, its first direct-to-consumer website. It will allow the company to build its direct-to-consumer credentials, and is an opportunity for the company to foray into the e-commerce market by providing an additional channel for consumers to directly connect with the brand.

Having successfully built gifting occasions over the years and created the chocolate gifting category in India, with Cadbury Joy Deliveries, the company aims to build on the opportunity in the corporate gifting segment - especially during festive gifting.

On the back of its strong gifting portfolio, the company will enhance the gifting experience for consumers through attractive discounts, multiple location delivery and free shipping in addition to customisation and bulk orders. Corporates can not only purchase the conventional gift packs, but can also customise them with exclusive e-commerce packs for any occasion.

Abhishek Ahluwalia, e-commerce lead, Mondelez India, said, “With Cadbury Joy Deliveries, we will go beyond the contemporary and traditional occasions to create newer gifting avenues for our consumers in the corporate gifting segment. We have identified a massive opportunity in the corporate gifting space that we aim to leverage through this platform.”

“E-commerce is the fastest-growing channel for our business, and we are now looking to accelerate gifting by expanding the assortment to access more occasions. We are focusing our investments strategically on associations that help us develop best-in-class sales and distribution proficiencies with strong go-to-market capabilities,” he added.

Mondelez India will partner with third parties having the expertise in fulfilling commitments to the consumers. For this initiative, it has partnered with Olympia Industries Limited.

Over the coming months, the company will promote this direct-to-consumer website on platforms like Facebook, LinkedIn and Google, so as to reach out to key corporate decision makers enabling gifting choices at the click of a button.